臺灣博碩士論文加值系統

近年來，世界各國觀光旅遊風氣逐漸盛行，旅遊在人們生活中已占有一席之地，因此觀光旅遊相關研究隨之受到注目，眾多學者均致力於該領域中。同時，隨著國際貿易的蓬勃發展，進口商品在人們生活中扮演著重要的角色，目前各大國際企業無不重視行銷策略以增加競爭力。


本研究目的為了解消費者對某國產品信念、品牌態度、旅遊地意象間之因果關係，最終是否影響旅遊意圖、產品購買意圖。為更加貼近消費者真實行為，採配額抽樣及立意抽樣方式，並藉由結構化問卷蒐集樣本成員對於韓國手機或是韓國藝人演出之信念、品牌態度，以及對韓國意象、旅遊意圖等。依照國人出國旅遊之男女比例，在國際旅遊展覽會場選擇具有旅遊及購買意圖之民眾發放兩類產品類型問卷，最終以功能型產品問卷182份以及享樂型產品問卷184份問卷組成之研究有效樣本，經由結構方程模型分析與迴歸分析進行模型建構與假說驗證。


過去研究中，皆獨立探討旅遊、行銷之議題，鮮少學者研究旅遊與進口商品間是否有所關聯。本研究發現，旅遊目的地意象與來源國形象具有高度關聯性，以旅遊目的地意象加入過去來源國效應之彈性模型中，建構來源國效應模型，探討消費者對於韓國之旅遊地意象是否影響韓國產品信念、品牌態度，進而產生購買意圖。而後將模型反向，建構反向來源國效應之模型，探討消費者對於韓國產品信念、品牌態度韓國是否影響韓國旅遊地意象，而後影響旅遊意圖。同時，針對功能型產品、享樂型產品進行調查，了解不同產品類型分別對兩種模型之影響差異。本研究結果顯示：來源國效應與反向來源國效應模型均同時存在，且會因產品類型的不同而有所差異。本研究除闡釋研究結果在學術之貢獻，同時提出在旅遊及行銷上等實務意涵，並給予未來研究具體建議及方向。

The purpose of this study was to explore and examine causal relationships between consumers' product beliefs, brand attitude and South Korea’s destination image which are represented by two structural models. Quantitative data regarding sample members’ product evaluation of mobile phone or entertainer performance, destination image of South Korea were collected from Taichung International Travel Fair. Two samples consisted of 182 and 184 respondents respectively for functional and hedonic product types were obtained through a combination of purposive and quota sampling procedure. Structural equation modeling and regression analysis were performed to analyze the data.
The results of this study showed that respondents’ image of South Korea affects product beliefs, brand attitude and purchase intent. However, reversed effects of the causal relationship which had been revealed in the country-of-origin model were also verified in this study empirically. The reverse country-of-origin model showed that product beliefs and brand attitude of South Korea affect respondents’ image of and travel intention to South Korea. Based on the results, academic implications and managerial applications were consequently discussed.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究範圍及對象 5
第四節 研究流程與結構 5
第二章 文獻回顧 8
第一節 來源國效應(Country-of-origin effects, COO) 8
第二節 旅遊目的地意象(Travel Destination image, TDI) 13
第三章 研究方法 19
第一節 研究架構 19
第二節 研究假設 20
第三節 衡量變數與操作型定義 22
第四節 研究設計 26
第四章 實證分析 33
第一節 樣本描述與產品類型操弄 33
第二節 量表信、效度分析 39
第三節 結構方程式模型 (Structural Equation Modeling, SEM) 43
第四節 迴歸分析 (Regression Analysis) 55
第五章 結論與建議 69
第一節 研究結論 69
第二節 研究貢獻 72
第三節 管理實務意涵 73
第四節 研究限制與未來研究建議 74
參考文獻 76

一、中文文獻

吳明隆. (2007). SPSS 操作與應用: 問卷統計分析實務。台北：五南圖書出版股份有限公司.

吳明隆. (2009). 結構方程模式: AMOS 的操作與應用。台北：五南圖書出版股份有限公司.

黃聰明(2008). SPSS操作與統計分析實務。台北 : 文魁資訊,

蕭文龍(2009)。多變量分析最佳入門實用書：SPSS＋LISREL（SEM）（第二版）。台北：碁峰.

 
二、英文文獻
Ahmed, Z. U. (1991). The influence of the components of a state’s tourist image on product positioning strategy. Tourism Management, 12(4), 331–340.
Ahmed, Z. U., Johnson, J. P., Yang, X., Fatt, C. K., Teng, H. S., & Boon, L. C. (2004). Does country of origin matter for low-involvement products? International Marketing Review, 21(1), 102–120.
Alhemoud, A. M., & Armstrong, E. G. (1996). Image of tourism attractions in Kuwait. Journal of Travel Research, 34(4), 76–80.
Baloglu, S., & Mangaloglu, M. (2001). Tourism destination images of Turkey, Egypt, Greece, and Italy as perceived by US-based tour operators and travel agents. Tourism Management, 22(1), 1–9.
Baloglu, S., & McCleary, K. W. (1999). A model of destination image formation. Annals of Tourism Research, 26(4), 868–897.
Barich, H., & Kotler, P. (1991). A framework for marketing image management. Sloan Management Review, 32(2), 94–104.
Beerli, A., & Martin, J. D. (2004). Factors influencing destination image. Annals of Tourism Research, 31(3), 657–681.
Bigne Alcaniz, E., Sanchez Garcia, I., & Sanz Blas, S. (2009). The functional-psychological continuum in the cognitive image of a destination: A confirmatory analysis. Tourism Management, 30(5), 715–723.
Bigne, J. E., Sanchez, M. I., & Sanchez, J. (2001). Tourism image, evaluation variables and after purchase behaviour: inter-relationship. Tourism Management, 22(6), 607–616.
Bilkey, W. J., & Nes, E. (1982). Country-of-origin effects on product evaluations. Journal of International Business Studies, 89–99.
Browne, M. W., Cudeck, R., Bollen, K. A., & Long, J. S. (1993). Alternative ways of assessing model fit. Sage Focus Editions, 154, 136–136.
Bryman, A., & Cramer, D. (1997). Quantitative data analysis with SPSS for Windows. London: Routledge.
Crompton, J. L. (1979). An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon that image. Journal of Travel Research, 17(4), 18–23.
DeVellis, R. F. (2011). Scale development: Theory and applications (Vol. 26). Sage Publications, Incorporated.
Eagly, A. H., & Chaiken, S. (1993). The psychology of attitudes. Harcourt Brace Jovanovich College Publishers.
Embacher, J., & Buttle, F. (1989). A repertory grid analysis of Austria’s image as a summer vacation destination. Journal of Travel Research, 27(3), 3–7.
Fakeye, P. C., & Crompton, J. L. (1991). Image differences between prospective, first-time, and repeat visitors to the Lower Rio Grande Valley. Journal of Travel Research, 30(2), 10–16.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: an introduction to theory and research. Reading: Addison-Wesley.
Fornell, C., & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, 18(3), 382-388.
Gallarza, M. G., Saura, I. G., & Garcı́a, H. C. (2002). Destination image: Towards a conceptual framework. Annals of Tourism Research, 29(1), 56–78.
Gartner, W. C. (1986). Temporal influences on image change. Annals of Tourism Research, 13(4), 635–644.
Gartner, W. C. (1994). Image formation process. Journal of Travel & Tourism Marketing, 2(2-3), 191–216.
Goodrich, J. N. (1978). The Relationship Between Preferences for and Perceptions of Vacation Destinations: Application of a Choice Model. Journal of Travel Research, 17(2), 8–13.
Gunn, C. A. (1988). Vacationscape: designing tourist regions. New York: Von Nostrand Reinhold.
Gurhan-Canli, Z., & Maheswaran, D. (2000). Cultural Variations in Country of Origin Effects. Journal of Marketing Research, 37(3), 309–317.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2010). Multivariate data analysis (Vol. 7). Upper Saddle River, NJ: Prentice Hall.
Han, C. M. (1989). Country image: halo or summary construct? Journal of Marketing Research, 26(2), 222–229.
Han, C. M. (1990). Testing the Role of Country Image in Consumer Choice Behaviour. European Journal of Marketing, 24(6), 24–40.
Hower, J. C., Graese, A. M., & Klapheke, J. G. (1987). Influence of microlithotype composition on hardgrove grindability for selected eastern Kentucky coals. International Journal of Coal Geology, 7(3), 227–244.
Hunt, J. D. (1975). Image as a factor in tourism development. Journal of Travel Research, 13(3), 1–7.
Kandampully, J. (2000). The impact of demand fluctuation on the quality of service: a tourism industry example. Managing Service Quality, 10(1), 10–19.
Keown, C., Jacobs, L., & Worthley, R. (1984). American Tourists’ Perception of Retail Stores in 12 Selected Countries. Journal of Travel Research, 22(3), 26–30.
Kim, H., & Richardson, S. L. (2003). Motion picture impacts on destination images. Annals of Tourism Research, 30(1), 216–237.
Kneesel, E., Baloglu, S., & Millar, M. (2010). Gaming destination images: Implications for branding. Journal of Travel Research, 49(1), 68–78.

Knight, G. A., & Calantone, R. J. (2000). A flexible model of consumer country-of-origin perceptions: A cross-cultural investigation. International Marketing Review, 17(2), 127–145.
Laurent, G., & Kapferer, J.-N. (1985). Measuring consumer involvement profiles. Journal of Marketing Research, 41–53.
Lee, H., Lee, Y., & Yoo, D. (2000). The determinants of perceived service quality and its relationship with satisfaction. Journal of Services Marketing, 14(3), 217–231.
Lee, R., & Lockshin, L. (2012). Reverse Country-of-Origin Effects of Product Perceptions on Destination Image. Journal of Travel Research, 51(4), 502–511.
Lupton, R. A. (1997). Customer portfolio development: Modeling destination adopters, inactives, and rejecters. Journal of Travel Research, 36(1), 35–43.
MacKay, K. J., & Fesenmaier, D. R. (1997). Pictorial element of destination in image formation. Annals of Tourism Research, 24(3), 537–565.
MacKay, K. J., & Fesenmaier, D. R. (2000). An exploration of cross-cultural destination image assessment. Journal of Travel Research, 38(4), 417–423.
Mossberg, L., & Kleppe, I. A. (2005). Country and destination image – different or similar image concepts? The Service Industries Journal, 25(4), 493–503.
Nagashima, A. (1970). A Comparison of Japanese and U. S. Attitudes toward Foreign Products. Journal of Marketing, 34(1), 68.
Ostrom, T. M. (1969). The relationship between the affective, behavioral, and cognitive components of attitude. Journal of Experimental Social Psychology, 5(1), 12–30.
Papadopoulos, N., Heslop, L. A., & Bamossy, G. (1990). A comparative image analysis of domestic versus imported products. International Journal of Research in Marketing, 7(4), 283–294.
Pereira, A., Hsu, C.-C., & Kundu, S. K. (2005). Country-of-origin image: measurement and cross-national testing. Journal of Business Research, 58(1), 103–106.
Pike, S., & Ryan, C. (2004). Destination positioning analysis through a comparison of cognitive, affective, and conative perceptions. Journal of Travel Research, 42(4), 333–342.
Reynolds, W. H. (1965). The role of the consumer in image building. California Management Review, 7(3), 69–76.
Ross-Wooldridge, B., Brown, M. P., & Minsky, B. D. (2004). The role of company image as brand equity. Corporate Communications: An International Journal, 9(2), 159–167.
Roth, M. S., & Romeo, J. B. (1992). Matching Product Category and Country Image Perceptions: A Framework for Managing Country-Of-Origin Effects. Journal of International Business Studies, 477–497.
Russell, J. A., & Pratt, G. (1980). A description of the affective quality attributed to environments. Journal of Personality and Social Psychology, 38(2), 311–322.
Ryu, G., Park, J., & Feick, L. (2006). The role of product type and country-of-origin in decisions about choice of endorser ethnicity in advertising. Psychology and Marketing, 23(6), 487–513.
San Martin, H., & Rodriguez del Bosque, I. A. (2008). Exploring the cognitive–affective nature of destination image and the role of psychological factors in its formation. Tourism Management, 29(2), 263–277.
Saran, R., & Gupta, N. (2012). Country of Origin vs. Consumer Perception: A Literature Review. The IUP Journal of Marketing Management, 11(4), 66-75.
Schooler, R. D. (1965). Product Bias in the Central American Common Market. Journal of Marketing Research, 2(4), 394.
Scott, D. R., Schewl, C. D., & Frederick, D. G. (1978). A Multi-Brand/Multi-Attribute Model of Tourist State Choice. Journal of Travel Research, 17(1), 23–29.
Smith, M. C., & MacKay, K. J. (2001). The organization of information in memory for pictures of tourist destinations: Are there age-related differences? Journal of Travel Research, 39(3), 261–266.
Spears, N., & Singh, S. N. (2004). Measuring Attitude toward the Brand and Purchase Intentions. Journal of Current Issues & Research in Advertising, 26(2), 53–66.
Tasci, A. D., & Gartner, W. C. (2007). Destination image and its functional relationships. Journal of Travel Research, 45(4), 413–425.
Thakor, M. V. (1996). Brand origin: conceptualization and review. Journal of Consumer Marketing, 13(3), 27–42.
Wertenbroch, K., & Dhar, R. (2000). Consumer choice between hedonic and utilitarian goods. Journal of Marketing Research, 60–71.
Young, M. (1999). The social construction of tourist places. Australian Geographer, 30(3), 373–389.
Zhou, L., Murray, I., & Zhang, B. (2002). People’s Perceptions of Foreign Hotel Chains in China’s Market: An Empirical Study of the Effects of Country-of-Origin and Corporate Identity. Journal of Travel & Tourism Marketing, 11(4), 43–65.

三、網路資料來源
中華民國交通部觀光局。中華民國交通故觀光局歷年統計資料查詢系統。取自http://recreation.tbroc.gov.tw/asp1/statistics/year/INIT.ASP
韓國法務部。2012年韓國出入境人數突破五千萬人次創新高。取自http://www.chinanews.com/gj/2013/01-06/4463508.shtml
KOREA IT TIMES. Korea Becomes a Nation of Cultural.Export. 取自http://www.koreaittimes.com/story/19796/korea-becomes-nation-cultural-exports
韓國產業政策研究院。韓國調查顯示韓品牌價值排名世界第九美國第一。取自
http://www.china.com.cn/international/txt/2012-11/27/content_27233561.htm
DRAMeXchange調查。TrendForce: 1Q13 Samsung Takes 30% of Global Smartphone Market; Lenovo Sees Disappointing Results in China。取自
http://www.dramexchange.com/WeeklyResearch/Post/2/3383.html
台灣IDC調查。2012年第三季台灣手機市場 –Android智慧手機市佔續創新高，比重達到96%。取自http://www.idc.com.tw/about/407.html